Source: POLITICO'S MORNING AGRICULTURE, 1/22/19

The dairy industry today published polling that highlights consumer confusion over the nutritional quality of plant-based milk. The survey, the dairy lobby's third such release since August, is part of the industry's ongoing effort to build the case that beverages like almond milk and coconut yogurt shouldn't be labeled with dairy terms because it's misleading to grocery shoppers.

FDA has been soliciting public comment on the issue since September, to determine whether to crack down on companies' marketing practices.

The latest online survey of 2,006 adults — commissioned by the industry's checkoff organization, Dairy Management Inc. — found that about 40 percent of American grocery shoppers aren't sure whether plant-based or dairy-based milk contains more protein and nutrients. (Cow's milk typically has more protein, while other nutrients vary).

More than half of consumers also mistakenly believe that the main ingredient in plant-based beverages, like almond milk and soy milk, is the plant itself. Generally, it is flavored water.

The survey asked consumers whether plant-based beverages should be labeled as "milk" if the Dietary Guidelines don't recommend it as a substitute for dairy milk. Almost 50 percent said it shouldn't, while 31 percent said they weren't sure. The federal nutrition recommendations, which are published by USDA and HHS every five years, don't weigh in on the issue. The next edition is due in 2020, but the government is behind schedule.